Reports: iPad changing the game for advertisers, publishers

Early data on iPad ads indicate that the tablet is pushing higher ad engagement than traditional mobile or online ad formats. According to a new report from textPlus, Pointroll and AdMarvel consumers are spending more time with ads on iPads, and are more likely to complete a video ad.

Researchers have found, after only a few weeks of general consumption, that:

• iPad ads deliver average interaction times of 30 seconds, with one advertiser obtaining a 53 second interaction
• Ad interactions on iPads are about six times longer than comparable desktop interactions
• 67% of iPad users complete video ads compared to 53% of desktop video viewers

"Our rich media iPad app ad banners expand to fill the entire iPad canvas, engaging users in a way that standard ads just can't. It's a totally unique consumer experience that really enables advertisers to engage with their customers," said Polly Lieberman, Vice President of Advertising Sales for textPlus.

PointRoll and textPlus partnered with AdMarvel to deliver an iPad ad for automaker Ford. The ad, for the Lincoln MKS, allowed the ad to expand to full-screen to encase the entire iPad with Ford's message. A demo of the ad can be seen here.

Why the increase in engagement? Much of it could relate to the new-ness of the iPad device in general. However, polls and studies regarding the tablet and e-reader marketplace show that the trend could be more long-standing; according to comScore research young adults, especially, are keen to have tablet and e-reader devices with which to devour content.

Serge Matta, comScore executive vice president said, "These devices have the potential to be incredibly disruptive to the way consumers currently access digital content. While only time will tell exactly how consumer behavior will change, our research suggests that not only will a variety of markets be impacted by the introduction of these devices but also that there are substantial opportunities for those in the digital content ecosystem."

What are consumers using iPads to do? comScore's research indicates that media consumption is at the top of the list with 37% of users reading news and 34% reading books. Nearly 60% of consumers are browsing the Web and another 36% use the iPad to watch videos.